Javier Celaya warns STM publishers about a different competition coming from new players. Is pricing going to be the first issue?

1. Foto de Alicia Martín: http://www.trinta.net/artista.php?id=42

2. Why Amazon, Apple, Google, Microsoft, etc.
are interested in your business?

3. Because they believe that there are huge
business opportunities in digital education

4. Rationale behind B&N / Microsoft operation
Estimated potential value of education market in the USA
Valued at 1,7 billion USD
Twice the value of B&N

5. Impact of their arrival in the STM market
Accelerate the demand for digital content

6. Predatory pricing strategy

7. and great online services

8. How to compete against them?
Must innovate new services, processes, technologies, etc.

9. Publishers must embrace innovation as a
service to their customers
“Innovation is the creation of better or more effective products,
processes, services, technologies, or ideas…”

10. Users are more willing to pay for services
than for content

11. What do I mean by services?
 Fragmentation of content
 Self-publishing services
 Recommendations systems based on real
affinities rather than purchase
 Perpetual access to reader’s comments and
aggregated notes
 Access to knowledge communities
 Track record of purchase history
 Reading behaviour feedback
 Assessment and evaluation tools

12. From a unit sale and license business model
to a fragmented one

13. Must offer “Slice & remix” services

14. Create your own materials – Remix content
http://academicpub.sharedbook.com/academicpub
/

15. Platforms to sell fragmented content
http://www.comunicacion-cultural.com/2010/04/27/lectura-de-contenidos-fragmentados/

16. Growing demand of fragmented content
New reading and writing habits USD1,12 million in just 3 months

17. Develop technologies that fragment content
http://www.comunicacion-cultural.com/2012/06/14/citia-reinventando-la-forma-de-leer/

18. Embrace self-publishing
Do not ignored it- Don’t make the same mistake the trade sector did

19. Wolters Kluwer is allready in the game

20. Amazon Education KDP and textbook rentals

21. Apple is creating the tools for teachers

22. As well as MS and Google

23. And oustanding “outsiders”
http://www.inkling.com/

24. Impact of open access, fragmented books and selfpublishing

25. More content = less visibility of your products

26. Must invest in discoverability services

27. Today we search for books this way

28. Tomorrow (today) we will search this way
400% increase in web searches via smartphones
Search is done at point of sale (bookstores, libraries, etc.)
Results are shared in Social Networks
44% europeans have smartphone / devices

29. Is your website mobile friendly?
Do you know how many readers access your site via mobile devices?

30. Add QR codes and NFC chips to your content
Beyond promotional use, inteligent e-commerce
http://www.dosdoce.com/articulo/opinion/3754/comercio-electronico-movil/

31. Before: More information about the book / author

32. Now: Borrow / buy the digital version of the book

33. Beyond the purchase variable
“Customers who bought this book also bought…”

34. Shared reading (education) will help
students discover new content

35. Tecnologies that discover you other
students with same needs / problems

36. Discover other books within a book

38. From a text based world to a more
visual learning environment

39. Need to provide visual discoveries = satisfaction rate

40. Invest in new ways to explain knowledge
http://www.comunicacion-cultural.com/2011/12/14/cowbird-herramienta-colaborativa-para-contar-historias/

41. Images that talk to us 
http://www.fotobabble.com/

42. Discover new books via note sharing
http://www.comunicacion-cultural.com/2011/11/03/todas-las-notas-y-parrafos-de-interes-en-un-unico-lugar-con-findings/

43. Working groups within the textbook
http://www.youtube.com/watch?v=4WeSSoDBcuw&feature=youtu.be

44. Different discoverability doors into the
world of knowledge

45. What do all these technologies have
in common?

47. Metadata beyond articles and books
Metadata to link images, tables, fragmented content,
user generated content, behavioural analytics, etc

48. Impact of metadata in sales
http://www.nielsenbookdata.co.uk/uploads/3971_Nielsen_Metadata_white_paper_A4%281%29.pdf

49. Must add enriched metada fields
Short description, long description, review / comments y author bio

50. Competitive advantage in the XX

51. Competitive advantage in the XXI century
Data mining and management

52. Your e-book is reading you
http://online.wsj.com/article/SB10001424052702304870304577490950051438304.html?KEYWORDS=amazon

53. In the digital economy, you must know your client
behaviour to service their needs
http://www.flickr.com/photos/29890539@N07/4648496819
Must extract the patterns of connection among people

54. Day / hour of the week discoverability takes place

55. Day / time book purchase

56. Learning behaviour in an Android device

57. Learning behaviour in an iPad

58. Mixed readings

59. Must track & analyze social reading practices

60. To provide services based on REAL
satisfaction and needs (demands)
http://www.flickr.com/photos/41397136@N00/417941900

61. Dynamic pricing strategy
Based on offer / demand
No longer annual contracts

62. Dynamically priced ebookstore

63. To compete with Amazon, Apple, Google, etc
Economies of scale are very important

64. Do not work in silos

65. Must share resources & efforts
http://www.comunicacion-cultural.com/2012/05/16/educacion-compartida-para-la-era-digital/

66. Create an alternative open ecosystem
DRM free platform with all formats

67. Pottermore case
DRM free, all languages, export

68. New digital export opportunities
Internet has no frontiers

69. Think about technology as a service

70. But to compete in the digital age,
you need a tech partner

71. Grazie mille / Thank you
Javier Celaya jcelaya@dosdoce.com Tel: +34.606.367.708
Web: www.dosdoce.com Twitter: @javiercelaya
LinkedIn: www.linkedin.com/in/javiercelaya